Paris Hilton whips up a storm in holy Mecca

Paris Hilton store opens in Mecca – Paris Hilton, photographed here at a party at her private residence in Los Angeles last December, tweeted about the opening of her store in Mecca in November.

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Paris Hilton whips up a storm in holy Mecca 6 photos

Hilton tweets pride at opening outlet – Hilton tweeted: "Loving my beautiful new store that just opened at Mecca Mall in Saudi Arabia!" with this picture of the store.

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Paris Hilton whips up a storm in holy Mecca 6 photos

The Paris Hilton brand – Paris Hilton, seen here during the New York Fashion Week for Spring 2013, later tweeted: "This is the 5th store in Saudi Arabia, and store number 42 in total! So proud to keep growing my brand!"

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Paris Hilton whips up a storm in holy Mecca 6 photos

Paris Hilton -- the party girl image – Paris Hilton has built up a global brand on her sexy image and became popular in large part, due to a homemade sex tape that went viral in 2003 and her reality TV show, "The Simple Life." Many believe establishing a store in a Muslim holy city is a step too far.

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Paris Hilton whips up a storm in holy Mecca 6 photos

The most sacred site in Islam – Muslim pilgrims gather at the Kabaa in Mecca. For some, the outrage stems from the ongoing commercialization of Mecca. There has been much discussion in recent years over the demolition of historically important religious buildings in the holy city to make way for new buildings.

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Abraj Al-Bait Towers – Amid international outcry in 2002, an Ottoman fortress was demolished to make way for the Abraj Al-Bait Towers, also known as the Mecca Royal Hotel Clock Tower.

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Story highlights

American socialite opens store in Muslim holy city of Mecca

Hilton's fifth store in Saudi Arabia and has upset many Muslims

Some say it is more evidence of commercialization of the historic pilgrimage site

Others say Mecca is one of Saudi's prime retail sites and the shop is catering to demand

As an American socialite and hotel heiress, Paris Hilton has built up a global brand on her sexy image -- and sometimes very few clothes.

But many believe she has gone a step too far in opening a store selling luxury items in the Muslim holy city of Mecca in Saudi Arabia.

Hilton's rise to worldwide fame was boosted in part by a homemade sex movie that went viral online in 2003, days before the debut of her reality TV series "The Simple Life."

This does not sit well with many in Mecca, which attracts three million Muslim pilgrims from around the world every year.

All Muslims who are able are expected to make the pilgrimage to Mecca at least once in their lifetime, and non-Muslims are not allowed to enter the city. Most Saudi women cover themselves fully with a black abaya.

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She later added: "This is the 5th store in Saudi Arabia, and store number 42 in total! So proud to keep growing my brand!"

It is not the store itself that is out of place in Mecca -- the presence of Western luxury brands is nothing new in Saudi Arabia.

Hilton's store sells luxury handbags and accessories and is in the new Makkah Mall, which opened in 2011 with 255 shops, many of them global chains, selling everything from jewelery to electronics, women's fashion to sportswear. It even has a branch of the lingerie chain La Senza.

While some, like Dubai-based Saudi entrepreneur and founder of Switch restaurant Deem AlBassam, are more pragmatic.

He said: "Saudi is a fair-trade market, where many investors from around the world come to invest and trade. I think it was a smart move from the local partners in expanding to (Mecca) considering it (is) one of the prime locations and hubs in the kingdom's retail industry.

"The other four branches of the store in the country indicate acceptance from the people and the fifth store is simply catering to their demands."

CNN's calls to the Paris Hilton Shop headquarters in the United States were not returned.